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The communication role of social media in social marketing: a study of the community sustainability knowledge dissemination on LinkedIn and Twitter

Author

Listed:
  • Lei Huang

    (State University of New York at Fredonia)

  • Amelia Clarke

    (University of Waterloo)

  • Natalie Heldsinger

    (University of Waterloo)

  • Wen Tian

    (University of Waterloo)

Abstract

This study aims to provide social marketers and researchers with some innovative perspectives on the application of social media in disseminating and promoting new sustainability knowledge to targeted audiences including academics, community sustainability stakeholders, and policy-makers. An online survey was used to examine the audiences’ attitudes of and motivations for engaging in LinkedIn and Twitter sites that disseminate sustainability knowledge. Also, the fact-based measurements from LinkedIn and Twitter showing the participants’ reactions to the contents and formats were analyzed. The results suggest that the infographics message format received the highest engagement and response rates. Participants used Twitter to obtain general sustainability knowledge while being engaged in LinkedIn for specific advice on the implementation of community sustainability plans.

Suggested Citation

  • Lei Huang & Amelia Clarke & Natalie Heldsinger & Wen Tian, 2019. "The communication role of social media in social marketing: a study of the community sustainability knowledge dissemination on LinkedIn and Twitter," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(2), pages 64-75, June.
    • Handle: RePEc:pal:jmarka:v:7:y:2019:i:2:d:10.1057_s41270-019-00053-8
    DOI: 10.1057/s41270-019-00053-8
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    References listed on IDEAS

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    Cited by:

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    2. Ester Guijarro & Cristina Santadreu-Mascarell & Beatriz Blasco-Gallego & Lourdes Canós-Darós & Eugenia Babiloni, 2021. "On the Identification of the Key Factors for a Successful Use of Twitter as a Medium from a Social Marketing Perspective," Sustainability, MDPI, vol. 13(12), pages 1-15, June.
    3. Anjala S. Krishen & Maria Petrescu, 2020. "What’s in a number? The interesting challenge of knowledge diffusion," Journal of Marketing Analytics, Palgrave Macmillan, vol. 8(1), pages 1-2, March.
    4. Iwona Zdonek & Anna Mularczyk & Grzegorz Polok, 2021. "The Idea of Corporate Social Responsibility in the Opinion of Future Managers—Comparative Research between Poland and Georgia," Sustainability, MDPI, vol. 13(13), pages 1-20, June.
    5. Ashish Kumar Jha & Nishant Kumar Verma, 2023. "Social Media Sustainability Communication: An Analysis of Firm Behaviour and Stakeholder Responses," Information Systems Frontiers, Springer, vol. 25(2), pages 723-742, April.
    6. Xiaocui Li & Nengmin Wang & Bin Jiang & Tao Jia, 2023. "Institutional pressures and proactive environmental strategy: The mediating effect of top managerial environment attitude and the moderating effect of new media pressure," Business Strategy and the Environment, Wiley Blackwell, vol. 32(8), pages 6106-6123, December.
    7. Araceli Galiano-Coronil & Marina Yong Alcedo-Velázquez & Sofía Blanco-Moreno & Luis Bayardo Tobar Pesántez, 2024. "Comparison and positioning of NGOs aimed at children from the perspective of social marketing on Twitter," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-16, December.

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